| With the in-depth reform and development of electric Power industry,electric power market will be fully market-oriented step by step. Power supply enterprise has taken a major role in market competition that is an inevitable trend of socialist market economic development. The customer resource is the fundamental to each enterprise, which has the requirements of power supply enterprises'customers are characterized by centralized and personalized. On the use of customer relationship management characteristics to analyze, evaluate, recognize the client-side is a new subject, which is still at the exploratory stage. The major clients of power supply are the main buyer of Electricity capacity for power supply enterprises that are also the major resources of profits. The industry's special nature determines the demand of key account, which not only has the economic impacts on the enterprises, but also causes social impacts indirectly. It is because high voltage of key account, as large capacity equipment connects the systems directly. In the event of any accidents will cause great losses to clients, and also have the serious consequence to the power grid, furthermore lead to large-scale power failure's social impacts. As a consequence, researching marketing strategy on power supply enterprises'key account has a practical significance.The reform of China's electricity supply system has pushed domestic power supply enterprises to the market. And it goes deeper; the domestic power supply may face more competition. As a result, it requires the electricity enterprises must enhance market awareness, focus on enterprises'benefits and customer resources, and especially pay attention on key account. According to the historical data statistics of Siping Power Supply Company, the industrial users rely on less than 1% of the total amount that occupies 69% electricity consumption in this city. Its main features include: high- energy consumption &great power consumption, large proportion of the cost of electricity in the products, the heavy influences by the industry and state policy, market competition, the supply of raw materials, and big impacts on social electricity consumption due to its electricity change.For these important customers, power supply enterprises must pay more attention to meet their needs to the maximum in order to improve their loyalty. With the arrival of the competition in the wholesale electricity market, the bargaining power of this part of customers will be further enhanced. The marketing strategy for them will have a direct connection with their loyalty. Then, to improve their transfer costs through the customer marketing strategies'implementation that could make the enterprises in the competition of electricity wholesale market in the lead.However, in the current deepening reform of the electricity market environment, Siping Power Supply Company fails to make timely changes to take appropriate strategy to key account. The company accounted for only 53.33 percent market share in 2007, business and local power plants, rural power and other rivals have a greater impact on the increase of its sale of electricity. Currently, the number of key account occupy less than 1% of the company's total customers, but the electricity consumption has more than 60% of the total electricity sales. The change of the electricity consumption by key account plays a decisive role to the company's electricity sales. Above, it is imminent to carry out services marketing to the major clients.Siping Power Supply Company is the largest electricity supplier among the electricity suppliers in Siping region, which is due to its relevant background on monopolizing. At present, Siping Power Supply Company external competitive environment is the competition between the existing competitors and potential competitors. Potential competitors consist of the competition among power supply enterprises, and the competition of those key users to purchase electricity directly; and the existing competitors are based on power plants'competition and the alternative's competition such as coal, natural gas, and other energies.The awareness of key account is still relatively weak in the current electricity marketing of Siping Power Supply Company. The current targeted services to key account are mainly in the aspect of reporting process to equip. That is, the customers apply to newly install, increase, or change the power capacity for 10KVA and above, which customer service centre manage and is responsible for the supervision of the entire process. In the day-to-day operation and management of key account, which only focus on security checks without any other value-added services.For historical reasons, the company only classified customers the traditional Standard Classification such as by industry, property, electricity price categories, etc. However, there is no consideration for the customer's value. For the high requirements of customers, the company is only in accordance with the relevant provisions to take a routine inspection of power that is entirely from the security point of view, there is no commercial service involved. The chief clients were just as the target consumer, and the value of them has a deep lack of understanding, and also lack of in-depth knowledge of marker and their demand, which could not help to take the initiative to carry out effective marketing.In recent years, the power supply has been relatively tight, which create a false impression that companies do not need any means to be able to sell electricity. Moreover, the company officials did not arrange a regular basis to understand the customers, particularly key account's demand for electricity, and fail to pay attention on customer's volume reduction, electricity consumption reduction and use of alternative energy sources. With the ease of electricity supply tension and deepened electricity market reform, it is most probably lead to the loss of customer resources.Under the new situation, the relationship between electricity business and customer must be upgraded managing and being managed to the relationship of serving and being served that is the only right relationship between them, and is also given new meaning to market-oriented power. By the long-term closure of the planned economy thinking, some of the employees lagged in their ideas and views. For them, electricity sales rely on natural growth, power reminder by blackouts, used to illegally into the natural, strong sense of superiority, which means that the real mechanism of corporations and employees sharing a common fate as not yet been established. To do this, it needs to vigorously carry forward the mind and seeking truth from facts, establish the core mechanism for job through competition, income through contribution soon, and rapidly improve power marketing and the core competitiveness of power dispatch.The main contents of this research are to analyze electricity market scientifically applying for basic marketing theory of electricity power market based on the specific situation of Siping Power Supply Company's marketing and Siping Power Supply Company's analysis, and to identify, analyze key account applying for customer relationship theory in connection with the characteristics of the power industry, then to develop appropriate marketing strategies for the various chief clients to achieve a win-win situation.For Siping Power Supply Company, its future opportunities are more than the threats and its advantages are greater than its disadvantages, should be taken to the development strategy. Therefore, Siping Power Supply Company should seize the opportunity, play up strengths and avoid weaknesses, and speed up structural adjustment, deepen internal reform, expand the market share of energy, reform and establish a corporate image through the new international environment by WTO, make use of the favorable situation to increase sales of electricity volume, improve the economic efficiency of enterprises.This paper is contributed to provide some key account's marketing help for Siping Power Supply Company that connects service marketing theory and customer relationship theory to apply for electricity key account's marketing strategy systematically at the dawn of all-round competitive wholesale electricity market. |
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